Leo Canada Reintroduces Starbucks as the Heart of the Neighbourhood with ‘It’s Never Just Coffee’

​Leo Canada and Starbucks Coffee Company Canada have launched a new national campaign designed to re-establish Starbucks as more than just a coffee destination, but rather, a place where community thrives.

Guided by a multifaceted brand platform, 'It's Never Just Coffee’, the work highlights the simple yet powerful role that Starbucks plays in the everyday lives of Canadians. From meaningful exchanges with baristas to quiet moments of connection, the campaign invites viewers to rediscover the warmth and purpose behind every cup.

Directed by Canadian filmmaker Mark Zibert (Scouts Honour) and shot at a Starbucks in Toronto, the platform launched April 21st with four signature spots: ‘Extra Mile’, ‘Peace Offering’, ‘Therapy Sesh’, and ‘Working From Home’. Each film captures the emotional nuances of Starbucks’ place in daily rituals and human relationships.

According to Angus Tucker, chief creative officer at Leo Toronto, the goal was to capture the unique tone of the Starbucks experience without overstatement. “Starbucks is a very unique customer experience,” he explained. “There’s a genuine warmth and comfort that you experience there, and we wanted to capture that in the work.”

In addition to the four hero films, the campaign spans digital, social, online video, and high-impact out-of-home placements across Canada. The work not only positions Starbucks as a staple of everyday Canadian life, but also signals a bold creative evolution for the brand in the local market, reinforcing its identity as the original community coffeehouse.

Specifically, ‘It’s Never Just Coffee’ comes as Starbucks reintroduces a number of in-store elements designed to elevate the coffeehouse experience. These include writing personalised notes on cups, serving drinks in ceramic mugs for customers staying in the café, free refills for ‘for here’ drinks, plus the return of condiment bars.

Meanwhile, for Leo Canada, the campaign is a testament to the power of listening to consumers and translating their lived experiences into emotionally resonant creative. The agency rooted the campaign in direct feedback from Starbucks customers in Canada, who shared what their coffee breaks really mean to them, resulting in a series of relatable stories that make a big emotional impact out of small, everyday interactions.

Deborah Neff, vice president, product and marketing at Starbucks Canada, emphasised the campaign reflects the brand’s return to its foundational values. “Starbucks has always been about so much more than the coffee beans themselves,” said Deborah.

“Our brand is rooted in the value of community – where people come together or share a smile with their local barista. As we reintroduce Starbucks to the world as the community coffeehouse, our new Canadian campaign shines a light on returning to our roots with a celebration of coffee and connection, and our commitment to creating a welcoming space where people gather and feel like they belong.”